To link to the entire object, paste this link in email, IM or documentTo embed the entire object, paste this HTML in websiteTo link to this page, paste this link in email, IM or documentTo embed this page, paste this HTML in website

SUPPLEMENT TO
THE
/
Sacramento Region News
PUBLISHED BY
SACRAMENTO REGION CITIZENS COUNCIL
Volume I
March 26,1928
Number 12
A STATE TRADE-MARK
FOR FARM
ORIGIN
At the Red Bluff meeting of the Sacramento Region Citizens' Council held on
February 12, 1927, more than a year ago,
the President of the Council read a paper
in which the following appeared:
"How can we say that there is overproduction when only a small part of
the people of the United States are our
customers and when only an infinitesimal portion of the people of the globe
have ever heard of us? There is only
one type of article which is being overproduced; and that is an inferior article,
which should not be offered to the public
at all. Regarding meritorious products,
we may rightly say not that there is
over-production, but that there is underconsumption. The cure for under-con-
sumption is a broadening of markets.
"If we would seek the welfare of our
region, our task becomes that of making
the people of the world want more of
what we produce. The first natural step
in this direction is through ivide-spread
publicity. Demand may be increased (1)
through greater geographical spread of
the knowledge of the product, and, (2)
through improvement in quality which
tends to take the article out of, and put
it above, competition with inferior products.
In the history of any industrial or
mercantile venture, good-will is one of
the biggest assets. Good-will comes as
the result of excellence in the output,
and of superiority in service crystallized
%nto customer-confidence. If we would
advertise to obtain worth ivhile results,
We must have something to advertise;
j must back up our publicity with arti-
c, s °f merit and with dependable serv-
e- Naturally, this means that we must
ave standards of excellence, which our
Producers must attain to, both in the
off -e °ffered and in the manner of
0eer%ng- This article of excellence must
one°^h *^ai ^e world wants, or at least
lhat we can teach the world to ivant.
PRODUCTS
OF IDEA
"We should set up standards, give them
a trade-marked name, and then tell the
world about them.
"Determine what articles the people of
the world want or can be made to want;
set up standards of excellence and meet
those standards, in quality and service;
plan an effective publicity campaign and,
carry it through."
Upon the invitation of the Council, on
February 10th, of this year, thirty canning peach growers, under the chairmanship of Senator J. M. Inman, met in Sacramento. After a comprehensive discussion, they determined to take up the suggestion embodied in the above, and to
promote the plan in the form explained
in this leaflet.
EXPLANATION
(1) The Trade-mark is not to replace
private labels or brands, but to supplement, support, and strengthen them.
(2) It is intended that the State Trademark be placed not only upon the highest
and best grade of a commodity, but upon
every grade that has commercial value,
provided that in each instance there be
clear and truthful indication as to what
the grade in question represents.
(3) The proponents of the Proposal
would not have the use of either Trademark or grade-standards made compulsory. The use should be left optional.
(4) Those who choose to use the State
Trade-mark would pay for it and receive
the benefits. Those who do not use it
would neither pay nor derive benefit.
(5) The Council advocates the Proposal
in behalf of all fresh and processed farm
products; but does not define just where
the line should be drawn. That is a matter for expert determination.
THE PROPOSAL
(1) That the State Government set up a Bureau of
Trade and Standards to establish grade - standards for
all California farm products
upon request of growers, processors or distributors, or as
the need may arise;
(2) That the State of California establish an official
State Trade-mark, to be registered in all countries of the
world;
(3) That the State sell the
right to the use of the State
Trade-mark to those who
voluntarily contract to observe the State grade-standards and such regulations as
the State Bureau may impose ;
(4) That the State Bureau
advertise by all legitimate
means throughout the world
the State Trade-mark and the
State grade - standards, for
which purpose the Legislature shall put at the disposal
of the Bureau a sufficiently
large revolving fund; to be
reimbursed out of the fees received for the use of the State
Trade-mark.
(5) That the State Bureau
police the enforcing of the
standards and protect the integrity of the State Trademark.

This image may be protected by Copyright Law (Title 17 U.S.C.). Copyright restrictions applying to the reproduction and use of this image are available from the Sacramento Public Library.

Text

SUPPLEMENT TO
THE
/
Sacramento Region News
PUBLISHED BY
SACRAMENTO REGION CITIZENS COUNCIL
Volume I
March 26,1928
Number 12
A STATE TRADE-MARK
FOR FARM
ORIGIN
At the Red Bluff meeting of the Sacramento Region Citizens' Council held on
February 12, 1927, more than a year ago,
the President of the Council read a paper
in which the following appeared:
"How can we say that there is overproduction when only a small part of
the people of the United States are our
customers and when only an infinitesimal portion of the people of the globe
have ever heard of us? There is only
one type of article which is being overproduced; and that is an inferior article,
which should not be offered to the public
at all. Regarding meritorious products,
we may rightly say not that there is
over-production, but that there is underconsumption. The cure for under-con-
sumption is a broadening of markets.
"If we would seek the welfare of our
region, our task becomes that of making
the people of the world want more of
what we produce. The first natural step
in this direction is through ivide-spread
publicity. Demand may be increased (1)
through greater geographical spread of
the knowledge of the product, and, (2)
through improvement in quality which
tends to take the article out of, and put
it above, competition with inferior products.
In the history of any industrial or
mercantile venture, good-will is one of
the biggest assets. Good-will comes as
the result of excellence in the output,
and of superiority in service crystallized
%nto customer-confidence. If we would
advertise to obtain worth ivhile results,
We must have something to advertise;
j must back up our publicity with arti-
c, s °f merit and with dependable serv-
e- Naturally, this means that we must
ave standards of excellence, which our
Producers must attain to, both in the
off -e °ffered and in the manner of
0eer%ng- This article of excellence must
one°^h *^ai ^e world wants, or at least
lhat we can teach the world to ivant.
PRODUCTS
OF IDEA
"We should set up standards, give them
a trade-marked name, and then tell the
world about them.
"Determine what articles the people of
the world want or can be made to want;
set up standards of excellence and meet
those standards, in quality and service;
plan an effective publicity campaign and,
carry it through."
Upon the invitation of the Council, on
February 10th, of this year, thirty canning peach growers, under the chairmanship of Senator J. M. Inman, met in Sacramento. After a comprehensive discussion, they determined to take up the suggestion embodied in the above, and to
promote the plan in the form explained
in this leaflet.
EXPLANATION
(1) The Trade-mark is not to replace
private labels or brands, but to supplement, support, and strengthen them.
(2) It is intended that the State Trademark be placed not only upon the highest
and best grade of a commodity, but upon
every grade that has commercial value,
provided that in each instance there be
clear and truthful indication as to what
the grade in question represents.
(3) The proponents of the Proposal
would not have the use of either Trademark or grade-standards made compulsory. The use should be left optional.
(4) Those who choose to use the State
Trade-mark would pay for it and receive
the benefits. Those who do not use it
would neither pay nor derive benefit.
(5) The Council advocates the Proposal
in behalf of all fresh and processed farm
products; but does not define just where
the line should be drawn. That is a matter for expert determination.
THE PROPOSAL
(1) That the State Government set up a Bureau of
Trade and Standards to establish grade - standards for
all California farm products
upon request of growers, processors or distributors, or as
the need may arise;
(2) That the State of California establish an official
State Trade-mark, to be registered in all countries of the
world;
(3) That the State sell the
right to the use of the State
Trade-mark to those who
voluntarily contract to observe the State grade-standards and such regulations as
the State Bureau may impose ;
(4) That the State Bureau
advertise by all legitimate
means throughout the world
the State Trade-mark and the
State grade - standards, for
which purpose the Legislature shall put at the disposal
of the Bureau a sufficiently
large revolving fund; to be
reimbursed out of the fees received for the use of the State
Trade-mark.
(5) That the State Bureau
police the enforcing of the
standards and protect the integrity of the State Trademark.